Isuzu UK, in collaboration with Cheshire’s 438 Marketing, launches a mental health campaign.
- The campaign builds on Isuzu’s previous #sidebyside initiative aimed at promoting mental wellness.
- Winning airtime from ITV’s Head First competition, the campaign emphasizes open conversations.
- It will appear across various media channels including TV, social media, and print.
- The initiative seeks to destigmatize discussions about mental health among Isuzu’s audience.
In an effort to champion mental health awareness, Isuzu UK has collaborated with 438 Marketing on a new campaign. This initiative stems from Isuzu’s previous #sidebyside creative project that sought to highlight the importance of mental wellness. The campaign was further propelled by winning up to £250k match funding in airtime from ITV’s inaugural Head First mental wellbeing competition. This allowed Isuzu to amplify its message about the significance of open and meaningful conversations.
Helenka Hodnett, the Managing Director at 438, stated, “ITV’s Head First award brief was to champion and communicate to the nation the importance of taking steps towards better mental health and wellbeing, through the creation of an on-air spot. We immediately recognised the fit with Isuzu, as they already champion wellness in lots of ways, and their audience could be considered one that needs a nudge when it comes to talking.” Her comment underscores the alignment between Isuzu’s values and the campaign’s objectives.
With a longstanding collaboration spanning over a decade, 438 Marketing and Isuzu aimed to produce a campaign that not only supports their customers’ needs but also inspires societal change. The campaign’s core message, “Let’s talk, side by side,” is broadcast through a television advert. It encourages conversations while traveling in a vehicle, portraying cars as a safe space for discussions.
Research indicates that while 89% of people in Britain see the importance of discussing personal wellness, 56% still perceive a stigma surrounding it. The campaign addresses this by running throughout October across TV, social media platforms, digital channels, emails, printed literature, point of sale, and experiential activities. Isuzu’s Head of Marketing, George Wallis, emphasized the campaign’s role in encouraging difficult conversations in a traditionally reserved market segment, highlighting that vehicle conversations offer a distraction-free environment without the pressure of eye contact.
Isuzu believes the campaign will become a fundamental part of its brand’s social purpose, reinforcing its dedication to consumer welfare. George Wallis expressed that despite being a runner-up in the ITV initiative, the campaign stands out as a significant achievement, allowing Isuzu to contribute positively to mental health discourse in the nation.
Isuzu’s campaign exemplifies a promising effort to enhance mental health awareness and facilitate open communication.
